Adobe gulps Omniture

Another analytics takeover. Adobe needing to do something exciting and cash generating made a smart play with a 50 % premium for Omniture- with the amount of web traffic that adobe is embedded into (from documents ,graphics and videos especially) Adding in analytics can only mean better growth prospects for both given the pressure they are likely to face soon from competing products ( MS Silverlight and Yahoo Index Tools, Google Analytics respectively).

From the Press Release (note the cute diagram)

Adobe to Acquire Omniture

On Sept. 15, 2009, Adobe Systems Incorporated (Nasdaq:ADBE) and Omniture, Inc. (Nasdaq:OMTR) announced the two companies have entered into a definitive agreement for Adobe to acquire Omniture in a transaction valued at approximately $1.8 billion on a fully diluted equity-value basis. Under the terms of the agreement, Adobe will commence a tender offer to acquire all of the outstanding common stock of Omniture for $21.50

per share in cash.

Adobe’s acquisition of Omniture furthers its mission to revolutionize the way the world engages with ideas and information. By combining Adobe’s content creation tools and ubiquitous clients with Omniture’s Web analytics, measurement and optimization technologies, Adobe will be well positioned to deliver solutions that can transform the future of engaging experiences and e-commerce across all digital content, platforms and devices.

The combination of the two companies will increase the value Adobe delivers to customers. For designers, developers and online marketers, an integrated workflow—with optimization capabilities embedded in the creation tools—will streamline the creation and delivery of relevant content and applications. This optimization will enable advertisers and advertising agencies, publishers, and e-tailers to realize greater ROI from their digital media investments and improve their end users’ experience